From Account Manager to Brand Leader: How Account Management Can Become Even More Relevant and Valuable to Clients

May 21, 2014
8:30 AM - 4:30 PM EDT
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The traditional account management function at advertising agencies and other marketing communications firms is changing dramatically to meet the needs of a 24/7 digitally connected multi-channel marketplace. This new environment requires a more nimble collaborative approach that can introduce a new level of complexity in dealing with multiple internal and external stakeholders.

For starters, it's less about "accounts" and more about brands. It's also less about management and more about leadership. The management job—workflow, deadlines, budgets—is increasingly the provenance of the emerging agency discipline of project management. The job of the "brand leader" is to provide the direction, proactive thinking, perspective and expertise to help clients maximize their investment in marketing. 

In this new workshop we examine the skills, knowledge, habits, and approaches needed to help transform the client service discipline.

To get different results, brand leaders must work in different ways. We must break old patterns and approach marketing problems with a different perspective and a different set of tools. During this workshop, we'll arm participants with a series of problem-solving tools and approaches that can help the agency provide new solutions to new marketing challenges.

Finally, this in-depth workshop looks at ways to increase personal effectiveness by setting the right priorities, improving your delegation skills, and leveraging technology to become a more effective marketing professional.

Who Should Attend
This workshop is designed for mid to senior account management and client service professionals at marketing communications firms of all types.

About Your Seminar Leader
This seminar is presented by Tim Williams, founder of Ignition Consulting Group, a leading consultancy devoted to helping marketing communications firms create more value for their clients. Tim is a noted author, international speaker, and presenter for major industry associations, agency networks, and business conferences worldwide. He is author of two books and is a frequent contributor to leading marketing publications including Advertising Age, Adweek, and Communication Arts in the United States and Campaign and Admap in the United Kingdom.

Seminar Schedule
8:30 AM   Registration and Continental Breakfast (included in registration fee)
9:00 AM   Seminar begins
12–1 PM   Lunch (included in registration fee)
4:30 PM   Seminar concludes (approximately)

Event Location
Foundation For The Carolinas
220 N Tryon Street
Charlotte, NC 28202
Main# (704) 973-4500

Adobe Download Program Agenda 

Registration is available to both 4A's members and non 4A's members.

Registration Fee
$275 per person, 4A's members
$375 per person, non 4A's members

Cancellation Policy
Excluding a $25 processing fee, refunds will be granted only if requests for cancellation are received by 4A’s in writing by Wednesday, May 14, 2014. No refunds will be allowed after this date; substitutions will be allowed provided arrangements are made with 4A’s.


Logistics/Registration: Contact Cecilia Graham at 212-850-0756 or
Programming: Contact Bob Linden at 212-850-0750 or